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Keywords: Allocation
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Journal Articles
Allocation of budget on marketing efforts: an econometric approach in India
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Asia Pacific Journal of Marketing and Logistics (2011) 23 (4): 501–512.
Published: 30 August 2011
...Mehir Kumar Baidya; Partha Basu Purpose Budget allocation on individual marketing efforts is a complex issue for managers. The purpose of this paper is to estimate the elasticities of individual marketing efforts to allocate budget by taking into consideration two brands in India. Design...
